Resource-advantage theory: A foundation for new insights into global advertising research
David A. Griffith
Michigan State University
Goksel Yalcinkaya
University of New Hampshire
This study presents resource-advantage theory as a theoretical foundation for advancing theory development in global advertising research. Resource-advantage theory argues that the value of a resource to a firm is seen in terms of its potential to yield competitive differentiation and/or customer value delivery that enhances performance outcomes (Hunt 2000). We believe that resource-advantage theory’s underlying focus on resources, and their utilisation by a firm, can provide new insights to...